It’s been said that someone once tried to count all definitions of PR they could find, but they allegedly gave up after finding over 2,000+ definitions. I don’t know if this is true or if it’s just another legend amongst us PR-people — but there sure are lots of definitions out there. To add to this already long list, I’ve created a definition which I think work well today:
PR (public relations) = strategic communication via owned and earned channels to establish and maintain beneficial relationships with influencers and publics.
Now, while a short and sweet definition is handy at times, there’s of course tons of interesting stories beneath it. In this post I’ll explain in-depth how organisations structure their PR work, what PR does and where it actually comes from.
Helping startups is a special challenge — and a challenge very close to my heart.
Their enthusiasm and naiveté is both mesmerising and contagious and there’s something very special about spending time with people who are taking huge risks to fulfil their dreams.
But working with startups is also risky business for the advisor, which makes it difficult for me to take on more than one or two at the time. Most startups go under and many struggle financially. Many startups are also inexperienced when it comes to working with advisors and agencies.
In short, there’s no way for me to help as many startups as I would like to. And that’s why I decided to write this post, to help startups to get their PR strategy sorted out — despite being bootstrapped and fighting the odds.
Lindsey Stirling is the self-made dubstep violinist who’s absolutely killing it on Youtube with her unique blend of fantasy, dubstep and classical music.
The story is that she tried to get herself signed with a record label back in 2007, but they all refused her. I guess they thought that fantasy dubstep violinists are too small of a niche to be commercially viable? Either that, or they just did’t find her sound and talent appealing enough.
“A platitude is a trite, meaningless, or prosaic statement, generally directed at quelling social, emotional, or cognitive unease. The word derives from plat, French word for “flat.” Platitudes are geared towards presenting a shallow, unifying wisdom over a difficult topic. However, they are too overused and general to be anything more than undirected statements with ultimately little meaningful contribution towards a solution.”
Whether you’re in marketing and communications or not, you’ll see these platitudes everywhere. And for some reason, platitudes are becoming the go-to format for many lazy content marketers.
How can you avoid becoming one of those lazy content marketers?
I’m often involved in heated debates on what to include on the front page. It often goes a little something like this:
“We really must put this specific thing on the front page because it’s really, really, really important.”
If I then introduce concepts such as above-the-fold1, the debate often gets even more heated. And if I would weigh in by saying that specific elements really aren’t that important, chances are that someone will get seriously offended. Like, “how dare that digital jerk pass judgement on the importance of what I do for a living?”
Since is this tends to be a tricky situation to say the least, I want to give you some easy-to-follow mindsets and examples to help you get your front page strategy right.